In 2023, Google will rake in $57 billion from search. Their dominance in the market has left marketers heavily dependent on Google’s platform even as prices rise, making it both necessary for success online... and a massive headache. This week, Elena and Rob are joined by Director of Analytics Jordan Rossler to discuss how marketers can improve the effectiveness of their SEM investment—while reducing their dependence on Google. Because no brand that wants to compete online can fully avoid Google. But they can level the playing field. Topics covered: [01:20] Recapping Google’s antitrust trial[03:00] Marketing Architects’ history with Google in radio[05:00] The FTC’s case against Amazon[08:00] Why is search so important for marketers?[13:30] How branded keywords save money[18:30] How unique calls-to-action in TV affect searchTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 ABC News Article: https://abcnews.go.com/Politics/wireStory/amazon-antitrust-lawsuit-long-arduous-journey-ftc-1038621492023 Reuters Article: https://www.reuters.com/technology/five-things-know-about-google-antitrust-trial-it-hits-halfway-mark-2023-10-12/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.